Addressable Andrex: Data-driven loo rolls

Client: Kimberly-Clark - Andrex

Inflation has a very specific effect on shopper behaviours, particularly when it comes to “analogue” purchases like loo roll. With their purchasing power under threat, it’s not uncommon for customers to trade down to own-brand or wait until their product of choice is on promotion. Keen to break that cycle, Andrex partnered with Tesco Media on a data-driven strategy—one that would win new customers, keep existing ones loyal, and re-engage those who had lapsed. This scientific initiative drove 15% sales uplift, 21% unit growth, and brought more than 400,000 new customers to the brand.